The icons of McDonald’s: continuing the ‘No Logo’ strategy
20-2-2015
One of our readers e-mailed us a picture of an advertisement with a simple icon, seen in a bus shelter. He suspected that the icon was an advertisement of Mcdonald’s? And he was right. McDonald’s in the Netherlands lets these icons speak for themselves without adding any text.
The ‘No Logo’ strategy
In 2014 McDonald’s USA started the champagne ‘No Logo’. This campaign shows that the products of McDonald’s became brands. Above you can see the first original TV-commercial that was made for this campaign. It was directed by agency TBWA Paris. Now McDonald’s in the Netherlands goes an extra mile by changing its products into just Picto’s. This way they show the Dutch audience that even if their products are advertised as Picto’s, they still are recognizable.
Picto Puzzles based on the Beacon-technology
Besides the pictures you can find on billboards, advertisements in bus shelters and on posters, you can find them as well at more famous places, like the Ziggo Dome in Amsterdam and the subway station ‘Beurs’ in Rotterdam. By scanning these Picto Puzzles with the McDonald’s app, you receive a notification to play Picto Puzzle. Mcdonald’s is the first advertiser in the Netherlands who inserts the Beacon-technology.
Noma is selling the cutlery and tableware from their pop-up restaurant
18-2-2015
A new development in the restaurant pop-up scene. The Danish restaurant Noma that was relocated from Copenhagen to Tokyo (at the Mandarin Oriental hotel) from early January until 14 February now sells all the chopsticks, forks, bowls and plates online.
About the cutlery and tableware from the pop-up restaurant
René Redzepi had 14 local Japanese artists and potters asked to create tableware and cutlery for his pop-up restaurant that is locally sourced. The result is a collection of artisanal and beautiful but expensive earthenware plates and bowls and organic lacquer forks, spoons and chopstick. The collection was co-curated by the designer and Arts&Science creative director, Sonya Park.
And now the collection is sold through the website.
Virgin Rumors
13-2-2015
Back in August, the yet-to-open Virgin Hotel in Chicago started the #VirginRumors social media campaign. The hotel began encouraging people to spread rumors about the hotel on social media, Virgin Rumors. The person who had the best #VirginRumor would then win a two-night stay at the hotel during the opening party along with airfare and transportation.
Virgin Rumors
The owner of the hotel, Sir Richard Branson, had actually act out one of the Virgin rumors. Richard Branson was tucking the big winner and her fiancée in and was reading them a bed time story.
Lucy
If Richard Branson isn’t able to provide personal advice or read you a story, Lucy is a great stand-in. Lucy is an app that is your personal assistant during your stay. Lucy gives you advice to find the best local restaurants and gives access to the Virgin Hotels chatroom where you can get recommendations from other guests, meet up, or make new contacts. Besides that Lucy is the remote control you need to watch TV or order movies on demand. You can browse the menu and order with a few ticks. Order while you’re out and come back to find a meal waiting for you.
Marriott enables guests to share their experiences
10-2-2015
Guests staying at selected Marriot Hotels will be able to use a complimentary GoPro camera during their stay. To share their experiences with family and friends at home.
An old trick to get your guest to share their experiences at your spot.
Somewhere in 2009 we wrote an inspiring article about the Omni hotels who gave their guests a camcorder for the weekend. At the same time these guests were asked to upload their greatest video and with this video they could win another free stay for the weekend in one of the Omni hotels.
And don’t forget the inspiring article about enabling your guests to make the best #selfies in Paris. The luxury Mandarin Oriental hotel launched a ‘Selfie in Paris’ campaign in August 2014. They offer their guests a tour of Paris’ best selfie spots with a private car and driver.
Enable your guests to share their experiences
The selected Marriott hotels do have perfect spots to use the GoPro. It must be great to share experiences like scuba diving in the Caribbean, summiting Machu Picchu, or jungle trekking. The program has been launched in 17 properties across the Caribbean and Latin America, destinations for the outdoor adventurer and with a lot of scenic activities. Guests can test GoPro’s latest Hero4 camera.
Inspiration
Check out your surroundings and enable your guests to make the best pictures possible! Selfies or video’s during a special tour or lent them a new camera to play with….. And if they share it on their social media platforms, we hope that their family and friends want to visit your hotel as well. Check out the video’s on Marriott’s website Travel Brilliantly, you will certainly find a spot you would love to visit!
The Apothic Crush letter generator: you’re my crush for Valentine!
4-2-2015
Writing somebody a love letter for Valentine is difficult! But what if a pro did it for you, would you dare send it to your crush? As owner of a restaurant or hotel you could use the tactic this winery did! They made a limited-edition red wine called Apothic Crush and help with writing a love letter.
The Apothic Crush letter generator
The Apothic Crush Letter Generator is now online. So think about somebody you want to write a love letter and go to the Apothic Crush letter generator and answer a few simple questions. A computer operated by a handful of poets will take your longings, your emotions and deepest desires and translate them into an electronically delivered, handwritten letter you can give with a bottle of Apothic.
About the limited edition wine Apothic Crush
The people behind this initiative make wine. Red wine, more specifically, smooth-drinking limited-edition red wine called ‘Apothic Crush’. Tasting notes include: chocolate, caramel, luscious red fruit and endless possibilities to combine with food.
Inspiration
Why not create a possibility to have poets writing poems or love letters to go with an original invitation for a Valentine’s dinner at your restaurant or a night out in your hotel? Ask a couple of insights and create one of the greatest gifts you can give to your loved one, a poem or love letter.
Random acts of kindness for Valentine’s Day
3-2-2015
McDonald’s uses the ‘random acts of kindness’ marketing technique from 1 February until Valentine’s Day. All over America their guests may be randomly selected to pay for their meal with selfies, hugs, high fives, and other forms of love.
Random acts of kindness
In 2009 we already wrote about the unexpected friendly gestures the Hyatt hotel group did to their guests. They gave away free massages, offered breakfast and randomly selected guests that didn’t had to pay the bar tab. Also companies like KLM used acts of generosity in the past. With the prominent position of social media in our lives these unexpected gestures are a strong stimulant for positive mouth-to-mouth or ‘mouth-to-media’ advertising.
The effect of the gestures by McDonald’s
On the internet more and more videos and pictures with the responses from guests who are offered a free meal are posted. This works out great. The company invests in an advertising campaign and free meals, their guests talk, write and share videos with their friends about it.
At the website of RAK, random acts of kindness, you will find a lot of inspiration for your act of kindness. They even have their own #RAKweek2015 for stories about random kindness from 6 to 15 February.
Fucking Perfect
27-1-2015
The trailer of the film “Fucking Perfect’ about master chef Sergio Herman is released last week. The film runs in the Dutch cinemas as from 19 March.
Films about chefs
We have already seen a few great examples of films and documentaries with chefs in the leading role, like “The taste of the soul‘ about chefs Erik van Loo and Cees Helder and their restaurant Parkheuvel in Rotterdam (Cees Helder was the first Dutch chef to receive 3 Michelin stars in the Netherlands). Great examples are also the movie about El Bulli and the documentary about Michel Bras. All wonderful movies where the chef and his passion are playing the leading role. The chefs often give the viewer an insight into how they work, but also in their life and their passion for the products they work with. The trailer of ‘Fucking Perfect’ promises this as well.
Fucking Perfect is about ..
The film ‘Fucking Perfect’ follows Sergio Herman from March 2013 until the summer of 2014 and shows the enormous drive of the chef. The pursuit of perfection and the sacrifices he makes to reach his goal. The trailer promises an intimate and honest portrait of Sergio Herman with a peek into the kitchen, his private life and shows the choice he made to start making new dreams come true at the peak of his culinary career. In 2003 he closed his 3-star restaurant Oud Sluis, to start building a new ‘dream’ in Antwerp (Belgium), restaurant The Jane.
Build your own pop-up restaurant
27-1-2015
Soullmate pop up furniture offers every catering entrepreneur or enthusiastic home cook the opportunity to open their own pop-up restaurant for one day or longer. Without having to invest in a kitchen or furniture.
Build your own pop-up restaurant with the Soullmate Event Truck
The trailer of the truck is filled with a complete restaurant for at least 60 people. This consists of seating and a professional outdoor kitchen. The idea behind the seating is based on old fruit boxes, with Sit & Heat, an energy efficient outdoor heater in the form of a cushion providing warmth and comfort. The trailer optionally provides the ability to be used as a stage.
Do you like to show your cooking skills or culinary art to people in other parts of your country? This truck will be easy to use as handy pop-up location! You can quickly calculate how many guests you have to welcome to earn enough: the truck has 60 seats and the rent will be € 1.750,= a day. Great to use at festivals or company parties as well!
New York meets Brabant in café ‘De Vooruitgang’
23-1-2015
City café ‘De Vooruitgang’ (re)opened the doors in Eindhoven (The Netherlands) on 8 January 2015. A fire in the kitchen in April 2013 almost completely burned down the monumental building. Now the monumental façade is restored and the interior and layout are completely renewed.
City café ‘De Vooruitgang’
The new layout creates a lot of light in the building. This makes the café suitable for every moment of the day. The interior is based on urban influences from New York combined with the domesticity of Brabant (The Netherlands). This is created through the stairs behind the bar and the Dutch design prints at the kitchen wall. Other interior design elements: Persian carpets at the wall and there is a wall of plants with over 2.000 plants.
Eat, drink, read, meet, talk and listen
In city Café De Vooruitgang everybody should feel at home. In the middle of the big open kitchen there is a specially designed BBQ grill where the chef prepares his dishes. On the new menu of the café there will be dishes from the grill like burgers with bacon, steak and their specialty: chicken. Besides that, you can go to the café for a pasta or fish. The bar offers a range of specialty beers and wine.
During the lunch at café ‘De Vooruitgang’ there will be wraps, croques and sandwiches with salmon, cheese or a home-made meatball.
Dancing in the café
Every Friday and Saturday the café is opened till late. There will be DJ’s to create an ambiance to dance after dinner. Every Thursday night the DJ-wannabe’s can show their talent during the ‘Spin-inn’.
Valentine’s Day at a restaurant
20-1-2015
The annual day of love declarations is in our sights again. Every year it’s an exciting day, especially for singles. Will they get an anonymous rose at work or in the classroom? As this year’s Valentine’s Day is on a Saturday, it offers a valuable opportunity for the hospitality industry. A lot of people will enjoy Valentine’s Day at a restaurant. Both for a romantic evenings eating out as well as for the bachelors looking for a singles-only dinner.
Valentine’s Day in the USA
Last year, Valentine’s Day was on a Friday and because many restaurants in America were fully booked, Wieden + Kennedy New York created a social media campaign on behalf of Heineken. By using the #DateInABox hashtag on Twitter women could provoke a declaration of love from their (future) boyfriend. The guys who received the social media love declaration had to share the message to all their Instagram-followers declaring their love via the channel like real romantic ‘softies’. With the hashtag #DateInABox the couples could win a surprise date for two.
Valentine’s day at a restaurant and hospitality / leisure industry
In recent years we have collected inspiring examples for Valentine’s Day at a restaurant and in the hospitality / leisure industry. Some examples are a romantic egg , the ultimate attention as a gift (by putting your phone off) , running a race with your sweetheart or share a gigantic dessert .
